The Kernel is the basic underlying structure at the core of a good strategy that unites thought and action. It has three elements: a diagnosis, a policy, and a set of coherent actions. No grandiose language, visions or timelines.

When a company has a well-thought-out and specific strategy, it has an advantage over its competitors simply because it is better prepared for the challenges that face all rivals in an industry. But the strategy must actually be a Strategy, and there are many things which look like they are a strategy, but are not.

Since it is not possible to measure uncertainty in quantitative terms, positioning is the correct response. Have a strategy, and be prepared for the next big thing.